If you want to sell more products, your advertising has to create an environment of discontent. The most effective advertising focuses on a clear and succinct message that will emotionally arouse the discontentment that prospects may be feeling, and offers a clear solution that will light a spark for the desired change. As an advertiser, it is your job to create discontentment inside the psyche of your prospects, and make them desire the change that you're offering. For example, people aren't going to sign up for Jenny Craig or NutriSystem diet programs if they are satisfied with the way they look. And people aren't going to go out and buy a shiny brand new car with GPS and all the other bells and whistles if they're content driving their beat-up old jalopy. It is up to you - the advertiser to make your prospects unhappy with their current situation. David Jackson